Simple Segmentation

Market or Audience segmentation is very powerful sales tool. When you get into the nuts and bolts of it, there is a lot you can learn about the people you are selling to, but you really don't need a jet engine in a mini cooper any more than you need to know the bathroom habits of your sales prospects. The trick is knowing what kind of data is going to win you business and blow your competition out of the water.

Business do come in all shapes and sizes and some things - like audience segmentation - can be done much more simply. I'm not saying you don't want to spend time carefully analysing the buying habits and social behaviours of each segment, I'm saying that we can help ourselves to the buyer persona data we need and still create a very powerful campaigns with healthy conversion rates. Business resource may not be as abundant as you'd like right now. This is why the digital strategy is essential.

For example, let's say you have the Demographic data and the Geographic segments ( both relatively simple to do) . Now you just need some lifestyle preferences - (Psychographic) so your ads will resonate more strongly in a highly competitive market. Perhaps you want Behavioural information like shopping patterns or to find out which customers demonstrate Brand Loyalty over time.

The quick and not so dirty way, is to do some old fashioned market research. With clear digital access routes to our target audience we can use carefully worded polls and surveys with a few incentives to increase interaction. A strategically worded poll that taps into group social identities can yield great results, especially if we factor in emotional response and the fun factor. There are other ways to find out but that's not so simple for this post.

The benefits of Market Segmentation are proven and are supercharging a lot of marketing campaigns, and since the death of 'third-party-cookies' that prevent retargeting advertising, this kind of audience profiling will be the real saviour.

So if this isn't something you are thinking about, it's probably time to start. Be a thought leader and get there first!

It's good to talk, so let's chat.